Like dozens of other brick-and-mortar retailers, Nordstrom wanted to learn more about its customers – how many came through the doors, how many were repeat visitors – the kind of information that e-commerce sites like Amazon have in spades. So last fall the company started testing new technology that allowed it to track customers’ movements by following the Wi-Fi signals from their smartphones.
But when Nordstrom posted a sign telling customers it was tracking them, shoppers were unnerved.
Nordstrom’s experiment is part of a movement by retailers to gather data about in-store shoppers’ behavior and moods, using video surveillance and signals from their cellphones and apps to learn information as varied as their gender, how many minutes they spend in the candy aisle and how long they look at merchandise before buying it.
Read more at The New York Times.